The Secret to Selling Maine Lobster? It’s in The Story.

The trend among consumers to focus on the heritage and human touch behind products is having a massive impact on the food industry. As concisely articulated in a recent Financial Times article titled “Craft versus Kraft,” not only is the food landscape “changing to natural, organic, protein and non-processed foods,” it has also become increasing important for food companies “to tell consumers an interesting story…narratives [that] give brands the coveted – and elusive – quality of authenticity.”